American Express is the “most-loved” financial service on social media in 2017, according to a recent report, followed by PayPal, Vanguard and bitcoin.

NetBase examined 55 brands across sectors including banking, credit cards, investment banking, payment services, insurance, online lenders and crypto. To find out which brand was the consumer favorite, at least on social media, it examined quantity of posts, total mentions, reach, awareness, brand passion index as well as customer sentiment and passion in a post towards that brand.

The survey released by the social analytics company last week, found that bitcoin was mentioned in 40% of total financial services conversations on social media.

Maybe not the “most loved,” but the most-mentioned brand, was, not surprisingly. bitcoin, with a total of 46.7 million mentions across various social media platforms.

According to the report, the word most associated with this cryptocurrency was “risk,” which seems about right given its extreme volatility from crossing the $10K mark to reaching an all-time high of over $17K to tumbling down below $10K.

In a statement emailed to Bank Innovation, Paige Leidig, chief marketing officer at NetBase, said:

Financial services brands have special relationships with customers, people need to trust these brands with their money, their hopes and their dreams. Our data shows consumers are passionate about learning and sharing financial advice online. Brands that are willing to meet and engage with their customers are getting ahead.

Read the full report here.

To learn more about the latest developments in bitcoin and financial services, join us on March 5-6, 2018 at the Parc 55 in San Francisco for Bank Innovation 2018. Click here to request an invitation.